Need to hire a copywriter? Here’s everything you need to know.
What to say, how to say it - who knew it could be so hard?!
As an expert in your field, you deeply understand your business and the products or services you offer. Yet, it can be challenging to communicate to others exactly what you do, how you do it and most importantly, why they should choose you over a competitor.
Enter: the Copywriter.
What is Copywriting?
Copywriting is the art of writing persuasive and engaging messaging that prompts people to take action, whether that’s making a purchase, becoming a subscriber or clicking on a link to learn more.
The thing is, you may not realise it, but copywriting is everywhere!
Whenever you pass a billboard (yep, they still exist), watch a TV commercial, scan a magazine advertisement, or stumble across a promoted ad on Google or social media, chances are, a professional copywriter created the words you read or hear.
What does a Copywriter do?
In short, a copywriter writes words that sell or influence.
They create carefully crafted and researched written text (known as ‘copy’) to help a business promote its products, services, and overall brand.
But it’s important to note that copywriters are more than just savvy wordsmiths.
They are a vital marketing asset that works alongside you to bring your brand’s messaging to life across various formats, including web, mobile, video, social media, and print. They’re experts at tailoring your messaging and style to engage, inform, and inspire your target audience — helping to drive brand awareness and – what we all ultimately want – conversions.
Whether it’s on an ongoing or once-off basis, there are many reasons you might consider hiring a professional copywriter.
Here are some common copywriting services:
Website Copy & Product Pages
Sales & Landing Page Copy
Email Marketing Campaign Copy
Blog/Article Writing
Ad Copy (Google & social media)
Video or Podcast Script
Company Bios, Mission Statements & USP
Product Descriptions or Packaging Copy
Lead Magnets or Ebooks
Brand Tone of Voice Development
Interestingly, a copywriter does so much more than write.
In fact, writing is only one piece of the puzzle that goes into crafting engaging and optimised copy.
Great copy is specific to your target audience, well-researched and strategic.
It goes deeper to truly understand your customer’s pain points and positions your offer as the favoured solution. It’s clear, reads well and is infused with strategically placed keywords to help you attract the right audience.
Copywriting vs Content Writing
Nowadays, the term ‘copywriter’ is often used interchangeably with ‘content writer’.
And while some professionals may offer both services, they’ll wear different hats and take a slightly different approach depending on whether it's copy or content they’re writing.
Ultimately, the main difference between working with a copywriter and a content writer is the intention behind the words.
Copywriters write copy intended to convert (into sales or another specific action, like getting visitors to “add to cart” or hit that “subscribe” button). Examples of copywriting include website copy, sales pages, landing pages, email marketing campaigns and ad copy.
Content writers create informative content to deliver value and build relationships with your audience. Examples of content writing include blogs, email newsletters, e-books and social media captions.
Benefits of working with a Copywriter
If you’re a business owner feeling stressed and overwhelmed or juggling your time and energy to keep up with your to-do list, you may not have considered the benefits of hiring a copywriter.
Or perhaps you have thought about hiring one but quickly rejected the idea on the belief that it’s only for “big brands” or a luxury your business can’t afford.
Understanding the role of a copywriter and the significant value they can bring to your brand (and your bottom line) could be one of the best investments you ever make in your business.
Here are a few reasons to invest in professional copywriting services for your small business:
✔️ You’ll receive a unique brand tone of voice that speaks to your audience and stands out from competitors
✔️ Your offer and USP will become clear and irresistible, and you’ll have a renewed clarity and confidence around your brand’s positioning.
✔️ Boring product features will transform into fun and juicy benefits that excite your audience
✔️ You’ll start to see increased conversions lead generation and sales
✔️ Your brand will be perceived positively and, most importantly, actually remembered
✔️ Your customer’s user experience will improve
✔️ You’ll rank higher on search engines, meaning that more customers will find you organically
What to expect when working with a Copywriter
Just like website designers, every copywriter is different.
And the process involved in working with one can vary significantly depending on the copywriter and the project scope.
However, most good copywriters will include the following in their process:
Discovery Call
Brand messaging is a very valuable asset, so you want to ensure that you trust the person working on yours. A discovery call is a perfect opportunity to meet with a copywriter beforehand and explore if you are the right fit. The call should be an open conversation with a balance of questions from both sides.
Copywriting Brief
Once you’ve signed the contract, your new copywriter will likely ask for a project brief to ensure that they have all the key information they need to complete your project right and on time. A brief can take many forms, from a video call to an online questionnaire or Google Doc. While this may seem like additional work you don’t need on your to-do list, getting the brief right from the beginning is vital to the project's success.
Research
A copywriter will gather information about you, your business, your product, your target market, and the needs of your future customers. Armed with this information, they’ll be able to craft a copy that moves your clients to where you want them to be and persuade them to take the action you want them to take. The deeper they go, the better! And hopefully, they’ll do all this without sounding like a sleazy used car salesperson (which is a skill on its own!)
Note: Some copywriters also offer keyword research; however, this can incur an additional fee, so I recommend clarifying deliverables early on to avoid surprises.
Proofreading & Edits
It’s unlikely and unusual that a copywriter will nail the brief on the first draft. Chances are there will be minor tweaks and edits after your review. It’s common practice for copywriters to include some editing into their initial pricing, but it’s important to clarify this before the project kick-off.
Design or Copywriting? What comes first?
Design, copy? Copy, design? Does the order really matter?
The short answer? Yes, but it depends.
In an ideal world, copywriting should be completed before design.
When copy comes before design, there is usually a smaller margin of error, which reduces overall workload and revision time. Good copy can also dictate the size, tone, and direction of design collateral, so using it as the foundation of any marketing project is a clever strategy.
If you’re in a time crunch and design and copy need to work in tandem, that’s okay; there are ways to work around it.
Where possible, projects work best when the designer and copywriter collaborate from the get-go. Good copy and design have to go hand in hand. While words persuade, design directs, and the two arts work together to create a seamless user experience and bring a brand concept to life.
How much does a Copywriter cost?
Having a great copywriter by your side can make all the difference in achieving your business marketing goals. It can truly be the difference between a thriving business and one that fades into a sea of same-same, boring (or worse, confused) messaging.
But how much should you expect to pay?
Unfortunately, there’s no simple, clear-cut answer.
Copywriting rates can vary significantly depending on the scope. A copywriter’s fees consider things like the content type and format, word count, topic and deadline. It also depends on your copywriter's skill, experience, and background.
For some copywriters, things like market research, tone of voice development or SEO come as part of their services, while others may charge extra.
To ensure absolute cost clarity, I recommend asking the following questions before you sign a contract:
What happens if I require edits? How will I be charged?
What exactly is included in the pricing? Ask for a list of clear deliverables
What payment methods do you accept? Do you offer payment plans? Do you offer a retainer option?
Do you offer bundles or discounted rates if booking large-scale or ongoing services?
Is keyword research included in your pricing? If not, how much will I pay?
Do you require a deposit or an upfront payment? And if so, when is this due?
What happens if I’m not happy with my copy or if there is a delay? Do you have a refund policy?
How to choose a Copywriter for my business?
As a website and brand designer, I regularly collaborate with copywriters on shared client projects such as websites, brand strategy and online course design.
And throughout, I’ve learned some helpful tips and insights for getting the most out of your time working with a professional copywriter.
Embrace the discovery call: Use this time to ask any initial questions and ensure that you are on the same page regarding project deliverables, payment and expectations.
Request samples/portfolio: One of the biggest concerns people have when working with copywriters is, “what if they don’t sound like me”? Asking for writing samples or a portfolio will allow you to sample their writing style and give you a glimpse into their approach. Remember that a good copywriter is trained in the art of stepping into the minds and voices of their clients.
Set clear expectations: Be clear with your expectations. The more transparent you are from the beginning, the easier your working relationship will be and the happier you will be with the results.
Communication is key: The key to working with any freelancer. Regular contact throughout the project reduces the risk of unwanted surprises for either party.
Trust the process: While you might feel nervous about handing over your business’s words to somebody new, remember that this is their area of expertise. If you’ve chosen the right copywriter you can trust, they will care about your messaging and want your copy to shine just as much as you.
Ready to hire a Copywriter?
Want to amp up brand awareness and gain more organic traffic? Hire a copywriter.
Have a product or service that needs promoting, but you’re unsure what to say or how to say it? Hire a copywriter.
Want to nail your brand messaging so you can communicate clearly with your target audience? Hire a copywriter.
The takeaway?
If you’re looking to market your services, you’ll benefit greatly from having a professional copywriter in your corner. Check out this page where I profile a couple of my favourite copywriters for my clients’ Squarespace or Kajabi website.
